What We Learned from Fast-Food and Fast-Fashion





The Millennials of today are rapidly disrupting the traditional ways we as consumers choose to spend our money and which brands we support. In our extremely woke society, buying from brands that exercise “corporate social responsibility” and embrace recycling codes for a cleaner and greener planet, “hyper-consumerism” is a part of our ever-growing economy and here to stay. With convenience being a core factor of 90% of all purchases made online, 10% is based on the actual company’s public profile and the popular opinion of our peers and culture. For instance, more and more people have stopped buying products that rely on animal-testing for marketing and selling makeup, beauty and hair care products. When it comes to home decor, “fast furniture” is one of the most wasteful industry trends to be openly threatening our planet worldwide and giant corporations everywhere are benefiting from it. Thankfully, there are some brands out there that stand for a more wholesome approach to conscious consumerism like Keter’s new DNVB called Freedom of Motion, or FOM as in “Home, sweet FŌM”.


Is Your Brand Socially Doing Enough?


According to the Environmental Protection Agency, Americans throw out over 12 million tons of furniture waste each year and only a small percentage of that is actually recycled. Major leading brand names in furniture manufacturing are fully aware of the damaging effects that entail the fast-furniture industry. Some companies such as JoyBird have even gone so far as to planting acres of forest with new trees in order to compensate for the waste created and the woods destroyed over the years. Sadly, however beautiful of an initiative this may be, it's only a drop in the ocean and an unrealistic end-game solution. Another creative initiative that has taken off in the marketplace is renting - that’s right, companies like Feather, Fernish, and Mobley allow members to rent couches, dining room tables, and bedroom sets with a monthly subscription in an effort to reduce tossing out perfectly good furniture when moving homes. What’s the point in paying to move old furniture when you can just buy totally new furniture for a whole lot less?


What Does Eco-friendly Furniture Mean?


Just because it’s sustainable doesn’t make it reserved for the wealthy. Disposable furniture is the opposite of Eco-friendly furniture and tends to be a lot more expensive. The high price of “conscious vs convenience” is much more than just a price tag. Several attempts have been made on the manufacturer’s side to come off as more eco-friendly by reducing the amount of real-wood ingredients and using more (low quality) particleboard, as well as by flat-packing all shipments for lower transportation emissions and more efficient storage. As much as these extra measures may contribute to lowering the producer’s overall carbon footprint, the root of the issue remains unresolved since it all starts with educating the marketplace. Thankfully, the good people of social media have helped propel this important topic to the top of the discussion as consumers demand more and more transparency. People want to know they are spending their money in the right place with the right company since each buying decision we make can drastically tip the scale. Companies are being held responsible for their behaviour on a grand scale and believe it or not, the power lies with us, the consumers.


Freedom Of Motion Demands Transparency


As opposed to mainstream brick-and-mortar furniture outlets, Freedom Of Motion offers a completely transparent buying experience for its customers guaranteeing an eco-friendly signature and sustainable, long lasting product that will last years into the future. Even though FOM uses natural-wood fibers and plastic components in its products, zero trees were harmed in sourcing raw materials for manufacturing FOM products. Not only that, but by blending repurposed wooden shavings with that of recycled plastics to create an eco-friendly composite for FOM’s products is one of the inherent benefits of innovative design, as well as strength and durability. In a traditionally wasteful industry, FOM’s goal is to make the most of what we already have instead of looking for cheaper ways to cut corners for household products. What may seem like a really good deal may very well end up costing a lot more than you initially bargained for. Freedom Of Motion is also tailor-mass produced and works with a network of qualified distributional partners and is currently available online and supported by participating retail partners worldwide.

If you are a retail supplier or distributor for home decor and interior design who would like to support FOM products, contact us for more information on how you can partner up with FOM.

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